BuyingTime
AUDEMARS PIGUET
By Dale Beck
The Company
In 1875, in an area of Switzerland known as “the cradle of fine watchmaking,” Juies-Louis Audemars and Edward-Auguste Piguet set to work to design and produce exquisite timepieces. Specializing in the manufacture of chiming watches, time brought success, and as the new century dawned the two launched a new factory which would grow to 70 workers. Beset with problems from the onset of the First World War, business slowed before the Roaring Twenties catapulted them to further success. Yet the looming Great Depression and Second World War would again takes its toll.
Reorganizing, the company determined to focus on simple yet elegant ultra-thin watches, unveiling them at Switzerland’s Basel Fair, the famed crossroads for gold jewelry manufacturers from around the world.
In 1962, Georges Golay took the reins as AP’s new business manager, later becoming CEO. Under his direction, a network of agents improved distribution, setting the stage for international success.
Watches such as the Royal Oak, the first high-end sports watch, recognized by its octagonal bezel, guillochage on its dial, and integrated bracelet, proved to be a revolution in the watchmaking world.
Today, the company boasts more than 1,100 employees, with 16 boutiques around the world and includes in their production a fine line of select jewelry.
The Renowned Royal Oak
The Royal Oak, originally conceived by Audemars Piguet in 1972, spawned a revolution as the world’s first luxury stainless steel sports watch. Designed by master craftsman Gerald Genta, its name is derived from three of Britain’s Royal Navy’s warships that sailed between 1802 and 1939. Noted for its porthole shaped octagonal bezel, this contemporary timepiece has become a modern legend in its own right, evolving into the Royal Oak Grande Complication version, complete with more than 600 parts and functions that include a split second chronograph, perpetual calendar, and minute repeater.
In 2003, sponsorship of the Swiss racing yacht, the Alinghi, in America’s Cup Race, brought greater success as they followed with the launch of the Royal Oak City of Sails Chronograph.
Today, AP has branched out with other limited editions, and in a recent showing in Las Vegas spotlighted their most recent pieces, including the Royal Oak Offshore Las Vegas Strip Chronograph, limited to 400 pieces worldwide. Other pieces of that genre include the “Diamond and White Gold” version, with a total of 369 brilliant cut diamonds flashing against a white gold background.
More rare pieces are expected to be unveiled in the near future from a company that has been termed “the world’s most accomplished house of watchmaking.”
